Ben Sellers, co-founder of nurture company, Starberry, commented: “Video generators such as Higgsfield and Sora 2 can now transform static images into highly realistic video content, while next generation image generators such as Nano Banana 2 are vastly improving the quality and speed of visual production. For estate agents, this presents an opportunity to deliver high quality property marketing and educational content more efficiently than ever before.”
He notes that while AI is changing the way consumers search for information, it is also creating a new challenge, which is ensuring that property websites continue to appear in AI-powered searches.
AI Optimization (AIO)
One of the most significant developments in this area is AI optimization (AIO), which is the process of structuring website content so that it can be easily crawled, understood, and cited by AI-powered search engines and generative search platforms.
“As more consumers use AI tools rather than traditional search engines to research the property market, AIO will become essential for estate agents wishing to maintain online visibility,” Sellers said.
Generative Engine Optimization (GEO)
Along with AIO, Generative Engine Optimization (GEO) is also expected to become an important part of estate agents’ digital strategies.
While traditional search engine optimization (SEO) focuses on ranking high in search results lists, GEO focuses on ensuring that content is structured in a way that allows it to be referenced within answers produced by generative AI systems.
“AI is fundamentally changing the way people find information online,” Sellers said. “Estate agents have traditionally focused on ranking in Google results pages, but increasingly the goal will be to appear within AI generated answers. This means structuring website content in a way that is clear, authoritative and easy for AI systems to understand and cite.”
Chatbots and AI-powered tools
AI chatbots are also expected to play an increasing role in estate agency websites in 2026. These tools can provide 24/7 customer service, answer common questions, qualify leads, and even automatically schedule appraisals or viewings.
Additionally, AI-powered tools can help agents analyze campaign data and generate targeted content more efficiently, improving the accuracy of digital marketing campaigns.
Hyper-local SEO
Another big opportunity for agents is in hyper-local SEO and content marketing. Creating content that addresses specific local market questions and targets hyper-local keywords can help attract highly motivated local buyers and sellers. “Estate agency has always been about local expertise, and digital marketing is finally catching up to that reality,” Sellers said. “Agents who create useful, locally focused content will establish themselves as trusted authorities in their field, as well as improve their visibility in both search engines and AI-powered search platforms.”
Increasing importance of short form video
The importance of video also continues to grow, especially in short-form and immersive formats. Platforms like TikTok, Instagram Reels and YouTube Shorts are becoming essential channels for quick property tours, neighborhood highlights and educational property content designed to capture instant attention. Meanwhile, immersive visual tools like drone footage and high-quality 3D virtual tours are increasingly expected by buyers and sellers alike.
“Visual content is now a core part of property marketing rather than a luxury add-on,” Sellers said. “High quality videos, drone footage and 3D tours help build trust and allow buyers to engage with properties in a more meaningful way before arranging a viewing.”
Along with this shift towards video and immersive content, estate agents are also placing greater emphasis on visual storytelling and social proof.
mobile is important first
Ultimately, the mobile-first experience remains important. Since most property searches are now happening on smartphones, estate agency websites and listings should be perfectly optimized for mobile devices.
Features such as QR codes on office window displays or marketing materials are also becoming increasingly popular, allowing passers-by to instantly access property details, virtual tours or valuation booking forms on their phones.
“Estate agency marketing in 2026 will be defined by three key themes, namely AI, hyper-local expertise and immersive visual content,” Sellers said. “Agents who embrace these trends and invest in their digital presence will be in the best position to stand out, capture attention and convert leads in an increasingly competitive market.”